The campaign includes a 10-second animated advert (above) created by BBH, which will launch on Sky AdSmart and on demand services on 5 September, and on regular TV on 16 September. The sale itself runs until 21 September. The airline runs two World Sales every year, in January and September.

The airline is the first UK firm to make use of Brand USA's content marketing studio Yahoo Storytellers, creating the Tumblr content hub USA Uncovered. The partnership was negotiated by media agency Carat, and will be amplified using out-of-home advertising in partnership with JCDecaux. No PR agencies are involved, a BA press officer said.

Sara Dunham, BA's head of marketing and direct, said: "With USA Uncovered we wanted to create compelling content, which works across multiple platforms, and inspires travellers to take advantage of our fantastic offers and sample all that the USA has to offer.

"This highly shareable content on Tumblr will bring to life experiences such as the top 10 US road trips, the spectacular beaches of Miami and the bright lights of Vegas."